FleetNow
FleetNow, operated by IronTek Solutions LLC, is an online B2B marketplace that aggregates used heavy construction equipment listings from thousands of rental yards and dealers across the US and Canada, serving equipment sellers, rental operators, and construction buyers.
- Company typePrivate
- Founded2020
- HeadquartersCleveland, United States
- Headcount11–50
- GTM typeB2B
- OfferingDigital Commerce or Content
What FleetNow does
FleetNow is an online B2B marketplace for buying and selling used heavy construction equipment, operated by IronTek Solutions LLC and headquartered in Cleveland, Ohio. The platform aggregates listings from thousands of rental yards and equipment dealers into a single searchable destination, with operating geographies spanning the United States and Canada. FleetNow serves three primary customer groups: equipment dealers seeking broader buyer reach for new and used inventory, rental yards looking to liquidate off-rent or excess fleet equipment, and construction companies purchasing used heavy machinery. Named customers include enterprise rental operators such as Herc Rentals (370+ US/Canada locations) and United Lift Holdings, mid-market dealers such as Lyon Lifts, KDR Equipment, and Aerial Titans, and smaller sellers such as Value Forklifts.
The core technology is a marketplace platform that integrates with rental and fleet management software to automatically sync inventory, photos, and machine details without manual updates. The product suite includes the core FleetNow Marketplace, FleetNow Direct (a facilitated sales service where FleetNow closes transactions on commission), FleetNow Inspect for standardized condition reports, the Photo Pro App for listing photography, a Price Estimator for fair market valuation, a Deal Dashboard for lead tracking and sales analytics, a Fleet Dashboard for utilization insights, and a Personal Equipment Shopper service that matches buyers with equipment across listings and dealer networks. Ancillary offerings include Dealer Services (website design, inspections, photography, re-rental support) and Equipment Financing resources.
FleetNow operates a hybrid revenue model combining subscription fees (monthly or annual plans, billed via order forms with no public pricing) and transaction commissions through FleetNow Direct, supplemented by potential fees for analytical tool access. GTM motion is dual-pronged: a self-serve online marketplace with inside sales support, plus a direct-to-seller motion through FleetNow Direct. The company self-describes as the 'fastest growing online marketplace in the construction equipment industry' and reports serving the $300B combined machine-sales and equipment-rental market. The company was founded in 2019-2020, has not disclosed external funding, and employs 11-50 people.
FleetNow firmographics
Firmographics- Name
- FleetNow
- Legal name
- IronTek Solutions LLC
- Website
- https://buyfleetnow.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- FleetNow, operated by IronTek Solutions LLC, is an online B2B marketplace that aggregates used heavy construction equipment listings from thousands of rental yards and dealers across the US and Canada, serving equipment sellers, rental operators, and construction buyers.
- Ownership category
- akta.pro rank
FleetNow industry classification
Industry- Product category
- Heavy Construction Equipment Online Marketplace
- NAICS
- Commercial and Industrial Machinery and Equipment Rental and Leasing (5324)
- SIC
- Wholesale-Construction & Mining (No Petro) Machinery & Equip (5082), Wholesale-Machinery, Equipment & Supplies (5080), Services-Equipment Rental & Leasing, Nec (7359)
- akta.pro primary industry
- Wholesale Vehicle Auctions (Physical & Online) (TLABAKAA)
- akta.pro secondary industry
- Dealer-to-Dealer (B2B) Vehicle Remarketing Networks (TLABAKAB)
Keywords
Where FleetNow is headquartered
LocationHeadquarters
- HQ city
- Cleveland
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
FleetNow business model
Business model- GTM type
- B2B
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Subscription Fees: Sellers pay monthly or annual subscription fees to list equipment and access platform features. Basic monthly plans billed monthly; annual plans paid upfront. Auto-renewal with 30-day payment terms and late fees for non-payment.
- Analytical Tools Access: IronTek may charge additional fees for analytical tools and data access provided to seller users
- FleetNow Direct Commission: Company closes sales on behalf of sellers for a commission rate. Sellers set prices, no consignment. Retail buyers pay top prices through the company's sales network.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Basic monthly subscription for equipment sellers |
| Subscription | Annual | Annual subscription for equipment sellers |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
FleetNow product offering
Product offeringCore offering
FleetNow operates an online B2B marketplace where equipment dealers and rental yards list used heavy construction equipment for sale to construction companies and contractors. Listings are aggregated from thousands of rental yards and dealers, with automated inventory synchronization via rental/fleet software integrations. FleetNow Direct provides an additional service where FleetNow closes sales on behalf of sellers for a commission, with sellers retaining control over pricing and no consignment required.
Product overview
FleetNow is a B2B online marketplace for used heavy construction equipment operated by IronTek Solutions LLC. The platform operates as a unified marketplace with two primary sales models: the core FleetNow Marketplace (aggregating equipment from thousands of rental yards and dealers) and FleetNow Direct (a facilitated sales service where FleetNow closes deals on behalf of sellers). The product suite includes supporting modules: FleetNow Inspect for condition reports, Photo Pro App for listing photography, Price Estimator for valuation, Personal Equipment Shopper for buyer matching, Deal Dashboard for lead tracking, and Fleet Integration for inventory synchronization. Dealer Services provide ancillary support including website design, inspections, photography, sales management, and re-rental services. The company also offers equipment financing resources. All services are exclusively available through IronTek Solutions.
Differentiator
Problem solved
Functional benefit
Brands
- FleetNow Direct: A service where FleetNow closes equipment sales on behalf of sellers, handling the transaction while sellers maintain price control.
Products and services
- FleetNow Marketplace Online B2B marketplace for buying and selling used heavy construction equipment, aggregating listings from thousands of rental yards and dealers with verified fleet-maintained equipment details, photos, and pricing.
- FleetNow Direct Facilitated sales service where FleetNow closes equipment sales on behalf of sellers, handling the transaction process while sellers set prices with no consignment required; FleetNow earns a commission and connects equipment to retail buyers through its sales network.
- Personal Equipment Shopper Free guided buying service for construction companies and contractors where FleetNow staff search marketplace listings, private inventory, and dealer networks to find specific equipment matching buyer requirements.
- Dealer Services Suite of services for equipment dealers including website design, equipment inspections, professional photography, sales support, and equipment re-rental management.
- Equipment Financing Financing solutions and resources provided to help buyers purchase heavy equipment through the FleetNow marketplace.
Quantifiable outcome
- 85% of leads pay retail prices
- +2 more outcomes
Companies that use FleetNow
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles2 records
FleetNow technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature6 records
FleetNow partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights5 records
FleetNow competitors and assessment
Company assessmentDirect peers
- MachineryTrader: MachineryTrader is a long-running online listing platform for buying and selling used heavy equipment, owned by Sandhills Global. It is a direct comparable in aggregating dealer and rental yard listings into a buyer-facing marketplace.
- AuctionTime: AuctionTime is an online auction marketplace for used farm and construction equipment, owned by RB Global. It competes head-on with FleetNow by aggregating listings from dealers across North America and conducting timed online auctions for heavy equipment, sharing the same B2B dealer/buyer customer base.
- IronPlanet: IronPlanet is an online marketplace for buying and selling used heavy equipment, also under RB Global. It overlaps directly with FleetNow's core marketplace proposition and includes inspection services (IronPlanet Inspect) that compete with FleetNow's FleetNow Inspect tool.
- BigIron Auctions: BigIron operates online auctions for construction, transportation, and agricultural equipment to a similar dealer and end-buyer audience. It is comparable because it competes for the same online auction mindshare of construction equipment sellers in the US who might otherwise list on FleetNow.
- Bidadoo: Bidadoo is an online auction platform focused on used construction equipment, partnering with major OEMs and dealers. Comparable to FleetNow because both run online auctions aggregating dealer and rental fleet inventory for the same buyer persona.
- Proxibid / TractorHouse: TractorHouse (Sandhills Global) is a listing marketplace for new and used tractors, construction, and heavy equipment. Comparable to FleetNow because both serve equipment sellers seeking broad buyer reach through an online aggregated listing model.
Broad incumbents
- Ritchie Bros. Auctioneers (RB Global): RB Global operates the dominant auction and online remarketing platform for used heavy construction equipment (Ritchie Bros., AuctionTime, IronPlanet, Mascus). It is the most direct comparable to FleetNow because both aggregate used equipment listings from dealers and rental yards and run digital marketplaces, but RB Global operates at materially larger global scale with broader services.
Emerging players
- EquipmentShare: EquipmentShare is a tech-enabled rental and equipment management platform that also operates a marketplace and asset remarketing program. It is comparable because it sits across the rental, fleet management, and used-equipment remarketing layers that FleetNow's customer base (rental yards) operates in, often integrating with fleet software similarly to FleetNow's Inventory Sync.
Others
- Herc Rentals: Herc Rentals is one of FleetNow's largest listed enterprise customers (370+ locations). It is a comparable ecosystem participant because as a major rental yard fleet owner it is both a supply source for FleetNow listings and a potential competitor via its own re-rental and remarketing programs.
- United Rentals: United Rentals is the largest equipment rental company in North America and a participant in the used-equipment disposition market through its own remarketing programs. Comparable to FleetNow as a major fleet-rotating seller/customer in the same North American equipment ecosystem FleetNow serves.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
FleetNow social profiles
Digital presenceFleetNow financial estimates
Financial estimateRevenue estimate
Valuation estimate
FleetNow leadership team
Management profileNumber of profiles
Profiles1 record
FleetNow funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FleetNow M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about FleetNow
What does FleetNow do?
FleetNow operates an online B2B marketplace where equipment dealers and rental yards list used heavy construction equipment for sale to construction companies and contractors. Listings are aggregated from thousands of rental yards and dealers, with automated inventory synchronization via rental/fleet software integrations. FleetNow Direct provides an additional service where FleetNow closes sales on behalf of sellers for a commission, with sellers retaining control over pricing and no consignment required.
Is FleetNow a public or private company?
FleetNow is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was FleetNow founded?
FleetNow was founded in 2020. It employs 11 to 50 people.
Where is FleetNow based?
FleetNow is headquartered in Cleveland, United States, in the North America region.
How does FleetNow make money?
Three revenue lines are on record. Subscription Fees are the primary driver. The others are analytical Tools Access and fleetNow Direct Commission.
Who are FleetNow's main competitors?
Direct peers on record are MachineryTrader, AuctionTime, IronPlanet, BigIron Auctions, Bidadoo and Proxibid / TractorHouse. Ritchie Bros. Auctioneers (RB Global) is listed as a broad incumbent. EquipmentShare is listed as an emerging player. Others are Herc Rentals and United Rentals.
Does FleetNow have an API?
No public API is recorded for FleetNow.
What industry is FleetNow in?
FleetNow's product category is Heavy Construction Equipment Online Marketplace. Its primary akta.pro industry code is TLABAKAA, Wholesale Vehicle Auctions (Physical & Online), with a secondary code of TLABAKAB, Dealer-to-Dealer (B2B) Vehicle Remarketing Networks. Its NAICS code is 5324 and its SIC code is 5082.